Study On The State Of Marketing And The Strategy Of Internet Communications About Hebei Folk Arts

The unique folk arts of Hebei province are valuable cultural resources, which are not only category diversity, inheritance long, fine craftsmanship, meaning rich, but also own incalculable value of political, economic, cultural, social and artistic. However, although Hebei Province enjoys rich folk arts which have a huge potential resource value, and in recent years, the products have also been innovating continuously, the markets have also expanding, whereas because of the unfitness ways of marketing and communication, the lack of effective integration of resources, not forming a influential national brand of cultural industries, resource value can not be optimized and maximized. These are not conducive to achieve the goal which is making Hebei province become a powerful culture province.With the development of the internet, many new forms of internet communications continue to emerge, such as, forums, blogs, SNS, microblogs, etc. The communications ideas of Web2.0 create more imagination space for internet communications; meanwhile the internet will also bring more large "long tail" market for folk arts. In the internet age, brand and culture communications using the internet bring opportunities for developing value of Hebei folk arts. Currently, internet communication of Hebei folk arts possess unique resources advantages and favorable policy environment, while have initially funds, personnel, technology and other complementary conditions. The internet communication of Hebei folk arts is the needs which are breaking development bottleneck, meeting consumer demand, and expanding industry influence. The significances are not only in favor of existence and innovative development of Hebei folk arts, but also contribute to build the brand and develop Hebei cultural industries, besides are conducive to the spread of outstanding cultural arts and the protection of cultural resources.According to online survey and analysis about construction of web sites, promotion channels, user experience, communication effects of Hebei folk arts, there are some problems and shortcomings about internet communication of Hebei folk arts, such as, primary construction of web sites, ineffective communication, lack of resources integration, lacking distinct cultural characteristics, a single mode of communication, lack of creativity and interaction, etc. For the above problems and shortcomings, with regard to specific countermeasures on internet communication, three points should be adhered as follow: integration of cultural resources, to strengthen the construction and promotion of related sites; with distinctive Hebei characteristics, and to promote the creative works of arts brand marketing; innovating internet products, to promote construction of digital information resources. Then,we must recognize that internet communication is not a "panacea"--correctly understanding internet communications and combining internet communications with traditional communications. Finally, according to practical operation which is building a internet interactive multimedia magazine with Hebei characteristics, the creative cultural product from industrial chains--"capital→content production→sales channels→acquisition a certain amount of users→revenue"--and improve multi-profit model, in the last, the feasibility of strategy is proved, which the new mode of thinking can solve marketing problems of Hebei folk arts.